True, PPC advertising is getting more competitive with the day. Cost-per-click’s are rising and this will further continue over the next few years.
However, PPC is still one of the most successful ways of advertising. Even today, you can still find ways to make your campaigns profitable.
In this article, we’ll share some PPC tips that you can implement straight away!
PPC tip 1: Make sure you track conversions
The great thing about PPC that you can track all of your results. You can see how many impressions you are getting, how many clicks, what your spend is and… how many leads or sales you got.
Most of this data is being pulled into the dashboard automatically when you launch your campaigns. However, your conversion tracking (leads/sales etc.) is something you will need to set up yourself.
It’s not hard. You can either use the tracking snippet from your PPC accounts (both Google Ads, Microsoft Advertising and Facebook Ads offer this) or import any goals from Google Analytics. You do want to set this up before you launch your first campaign.
PPC tip 2: Pause keywords with high costs and no conversions
Let’s start with saving you some money!
Pull all the keyword data from your account and filter out the keywords that got you conversions. Now, let’s focus on the keywords that didn’t get you conversions. Any keywords that you spend a lot of money on?
Start pausing them from your account. Cutting down irrelevant clicks is the first step to improving your campaigns.
PPC tip 3: Pause keywords with a low Quality Score
When you’re using Google Ads, you pay on a cost per click (CPC) basis. This means you don’t have to pay Google to have your ad shown, but only when someone actually clicks on your ad.
This means that Google is less keen to show un-relevant ads that no one clicks on. For that reason, it uses the Google Quality Score as a factor to decide the ad ranking.
Keywords with a low Quality Score will negatively impact your campaign’s result. So to improve your Quality Score, start with pausing keywords that have more than 200 impressions, a Quality Score below 5 and no conversions.
PPC tip 4: Pause keywords with a low click-through rate
One of the factors Google looks at to calculate the Quality Score is the click-through rate (CTR) of your ads. Not just of that one keyword, but also of your entire account.
Now, this means that the CTR of your account has an effect on your Quality Score and the cost per click that you’re paying. The easiest way to boost your CTR is to pause keywords that are getting you lots of impressions but no clicks.
Start with pausing keywords that have more than 200 impressions, a click-through rate below 0.5% and no conversions.
PPC tip 5: Add more keywords
Keywords are the core of each search campaign. The more keywords, the bigger your reach will be. Yet, some advertisers only add a handful of keywords to their campaigns.
Now, I definitely not saying that you should just blindly expand your keyword list just for the sake of it. The key is relevancy, so you only want to add keywords that are relevant to the products or service you are trying to sell.
However, even with relevant keywords, you can often create a large list. Think about the entire long tail, different word order, plurals and even misspellings. Most businesses are able to build a keyword list with a few thousand keywords.
PPC tip 6: Pause all broad match keywords
When creating new keywords, these are standard added as broad match. I personally don’t recommend using broad match keywords in your account.
No, let me re-phrase that: don’t use broad match in your account. Ever. Unless you’re using a lot of negative keywords, these keywords will trigger too many irrelevant search queries. This will lower your Quality Score and increase your cost-per-click.
Instead, expand your keyword list with broad match modifier, phrase match and exact match keywords.
PPC tip 7: Test your ad creatives
Testing and optimising bits and pieces of your PPC campaign is the backbone for success.
Your ad is often the only thing from your PPC account that’s visible to the customer, and a great starting point to start A/B testing and optimising your campaign.
Ad testing is an ongoing process. Make sure you’re not just testing, but also improving your campaigns. If you keep testing 2 totally different ads you’re just testing.
Ideally, you keep the best performing parts of your ad and start testing smaller components of your ad instead. You can start with testing 2 completely different ads for a while and, once you have your best-performing, move into testing smaller parts of your ads.
PPC tip 8: Use bid strategies
Google Ads offers the opportunity to use different bid strategies within your account.
The big advantage of using bid strategies is that you have to spend significantly less time optimising your keyword bids. Bid strategies allow you to use Google’s algorithm for your keyword bids so that you don’t have to worry about doing this manually.
PPC tip 9: Add ad extensions
Ad extensions are free. They will give your ad more real estate in the search engine. This will increase the likelihood of people clicking your ad.
Maybe not all ad extensions are applicable to your business. However, ad extensions like the sitelinks extensions and callout extensions will be useful for every business.
Ad extensions will also have a positive impact on your campaigns Quality Score, so it’s really a no-brainer to add them to your campaigns.
PPC tip 10: Use negative keywords
Negative keywords will prevent your ad from being triggered. It’s very important that you build a large negative keyword list, especially if you’re using a lot of broad match and negative keywords.
By adding this as a negative keyword list to your campaigns, people who include this in their search query won’t see your ad.
This will help you focus on clicks that will give you actual potential customers.
PPC tip 11: Monitor your search queries
Although you would want to set up a tight keyword list, your ad might pop up for irrelevant search queries.
Especially if you’re working with a small budget, you want to filter these out as much as possible.
Google Ads allows you to pull a search query report. By going through this report you’ll be able to identify irrelevant search queries and add them as negative keywords to your campaigns.
PPC tip 12: Advertise on your brand name
Branded keywords are the most relevant keywords in your account. Therefore, you will have a higher Quality Score for these keywords and the cost per click will be relatively low.
The Quality Score works through to all the keywords of your account. This means that for all the non-branded keywords you will have a higher ranking and decrease their cost per click.
Because of the relatively low cost per click that you’ll have to pay makes it a no-brainer to advertise on your branded term.
PPC tip 13: Use remarketing
Ever thought about what happens with the visitors that come to your site and don’t convert? Most likely, they never come back to your site.
By running a remarketing campaign you can try and get these visitors to come back to your site. From all the targeting methods on display networks, remarketing is the most successful one. You are targeting people that are already familiar with your brand.
Remarketing is a great way to expand your PPC advertising.
PPC tip 14: Build high-converting landing pages
After you get more relevant visitors on your website, the next step is to get them to convert. Your landing page is the most important part of this. By building a PPC specific landing page you can really focus on that one goal: getting the details of your potential customer.
An ideal landing page would have a relevant headline and sub-headline, a short contact form with call-to-action and some basic details about your product or service. This should contain unique selling points (USP’s), testimonials, a short description of how it works etc.
Use the less-is-more principle for these pages. The more information you add, the bigger the change that people don’t fill in the form.
PPC tip 15: Track everything and optimise
The best thing about advertising on Google? You can track everything!
You can see on a keyword level which keywords are getting you impressions, clicks, leads, and how much you spend on each of them.
Now, all you need to do is analyse this and use it to your advantage.
PPC tip 16: Link your Google My Business listing
True, it’s not necessarily PPC.
However, a Google My Business listing is free so there’s no reason not to sign up. Also, by linking your GMB account with your Google Ads account you can promote your Google Maps listing. It’s a great way to get more relevant search volume.
Even though PPC advertising gets more and more competitive, there are still ways to run a profitable PPC campaign.
By following the easy-to-implement PPC tips in this article, you can significantly improve your campaigns today.
About Vazooky Digital
Vazooky Digital is a boutique PPC agency, based in Sydney. If you need any help with improving your local Google Ads campaigns, please get in touch.